O Fetiche do Capital Intelectual: A ideologia do Conhecimento e da Adaptação no Contexto da Reestruturação Produtiva do Capital

This article presents a discussion about the fetishism of the intellectual capital, analysing the ideology of knowledge and the need of adaptation of the worker in connection with the restructuring of capital in recent decades. We analyze the emergence of this ideology - through the concepts of knowledge society, information society, intellectual capital, among others - in some authors of the area human resource management, following it presents the critique of this notion based on the analysis of some authors of critical social thought. Finally we position ourselves in order to assert that this is a new version of fetishism in the time of globalization of the capital.

Recursos tecnológicos: uma abordagem educacional

This study aimed to analyze the use of technological resources by teachers during their daily practice, especially the computer, in public and private elementary schools in Botucatu - SP. We know that today's society, called the Information Society and Knowledge, changes the context of education, since students have access to various information a short time. For this purpose, we use literature as a methodology and data collection through the application of a questionnaire answered by 49 students in public schools, state and private network cited. The choice of the students took place because of the diversity of schools in which they live. Our intention was not to make generalizations, but knowing more about the use of technology in these contexts from the perspective of students. The choice of subject had reason for their timeliness and necessity of knowledge, thus contributing to a comprehensive education and quality. Through data analysis, was explicit the difference between public and private schools, however, student interest was unanimous by the technologies and equitably

Relações públicas 2.0: um olhar sobre o twitter corporativo

This project analyses in theory the transformations that have occurred in the information society in the range of the organizational communication, developing the internet historical trajectory as a technology of transformation. We highlight the cyber culture study as a cultural expression that emerges with the current society needs, observed by an optic that focuses on digital communication, emphasizing the digital environment as a space for information trade, in the interior premise of communication: the relationship. The organizations will be approached in the project through a channel for communication, in the digital range, besides the traditional forms. In regards to the enterprises we will study in depth the consumer of this society of consumerism, with a special look at the generation Y, deeply inserted in this virtual context, describing the current type of consumption, mainly the relations of consumption with the social medias. After this transforming process in which individuals are inserted in the digital environment we intend to focus in the corporate digital communication, analyzing the organizational digital communication in the contemporary society. We emphasize the theories of Public Relations, one of the main activities, able to do planning, to put together and execute the strategies that will be used in the social medias as a form of corporate digital communication. We explicit Twitter as a tool of the corporate digital communication, because it reaffirms the theories described throughout the research as one of the most essential social media to turn loyal the relationship between the consumer and the organization in real time, as an example is the organization “camisetaria” that became a success case in the social medias; we detail the participation of the company on Twitter and the reach of this network through it’s strategies in the corporate digital communication

Fora do eixo: paradigma informacional e princípios solidários

Este trabalho busca os pontos de intersecção entre a Revolução das Tecnologias da Informação e Comunicação e a Economia Solidária, que propuseram um cenário novo à produção cultural, utilizando como foco de estudo uma iniciativa de produção cultural em rede colaborativa e autogerida: o Circuito Fora do Eixo. Partindo da influência mútua, a análise demonstra como o paradigma informacional potencializou os princípios solidários, com mudanças que ocorreram no âmbito do trabalho e da produção material, assim como transformações que se estabeleceram nas relações sociais e na subjetividade. E como os princípios solidários intervieram no paradigma informacional, possibilitando a produção de tecnologias abertas

Construindo novas referências: a comunicação aliada à formação do público interno

This paper addresses the issue of internal communication, especially with regard to its function formative and not merely informative. The objective of the research is to analyze to what purposes the organizations use their internal communication, as well as the viewpoint of communication professionals about building character and training of these means. As exploratory research method was used with a questionnaire to communications professionals who work or have worked in the area of internal communication in organizations. The issues addressed were aimed at verifying whether the communication is commonly fostered with other goals besides informing, which the media more used and is performed in an integrated manner with other departments. It was concluded that, although the internal communication is used most often to inform and ensure a good organizational climate, communication professionals understand the necessity of its use for the formation of the internal public and try to use it for this purpose

Melhor idade na rede: uma visão da inclusão digital do idoso : estudo do caso da Universidade Aberta à Terceira Idade da UNESP Bauru

In the information society, the use of Technologies has been incorporated to our quotidian. The use of personal computers and internet, however, does not reach to all the individuals, creating the problem of digital exclusion. Nowadays, many inclusion politics are being developed to diminish the digital abyss in society, in a way to enable a plural access to the internet. Between these initiatives, we highlight the projects of digital inclusion among the elderly, slice of the population that grows more each day and seek quality of life, social reinclusion and health. In this context, the open universities for the elderly bring to the aged courses and workshops, in order to encourage the activity in this age group. An example of this idea is the Unati of UNESP Bauru, that develops the project “Terceira Idade Digital”. This work aims to analyze the relation between the elderly with certain technologies, apart from showing the digital inclusion scenario, with its delays and progresses

Relações-Públicas 3.0: a atuação do profissional na sociedade conectada

This work aims to reflect on the role of professional public relations in the context of connected information society and, therefore, understand how the internet has changed life in society, evaluating their impact on organizations, communication and public relations. Certainly the communication as a whole is no longer the same after the arrival of the online universe. Organizations, in turn, also are not out of context and begin to feel the impacts of such changes. Perform a reflection on the current situation and the practices and functions of public relations is fundamental to that in the midst of many technological innovations, do not ignore the essence of humanistic profession

Comunicação digital, relações públicas e gestão de marcas: Interatividade e relacionamento como ferramentas de branding

This paper aims to present the contribution of Public Relations in the process of branding, using digital communication as a tool for interaction with the public, and through strategic management, building and maintaining strong and lasting relationships with consumers, resulting in building bonds of sympathy, identification, and networks engaged and loyal consumers to brands. Therefore, were performed bibliographical research covering topics such as information society, network society, the dynamics of social networks, digital media, brands, branding, marketing 3.0, Public Relations and Public Relations 2.0. Were also undertaken observations on communication actions that used digital social media, focusing on interactivity, collaboration and relationship, to better understand how organizations are realizing the importance of interaction and relationship management with the public and how they are performing this communication. At the end, some of these actions are presented as examples of the theories studied, and as a demonstration of the benefits brought to these organizations and their brands

Aspectos da regulação sobre o ensino a distância no Brasil

This article presents a reflection on the historical aspects and legislation on Distance Learning (DL). For this, a bibliographic and documentary research was performed with the goal of raising the necessary notes for discussion. The text begins with the characterization of the current society, the Information Society, which supports the modern distance education, which uses information and communication technologies (ICTs) to establish the process of learning teaching. Five stages of the EAD are identified. Later, the Brazilian legislation concerning the DL is punctuated, starting with the passage by Article 80 of the Guidelines and Bases Law-LBD (Law 9394/96) along with the critical analysis of Decree 5,622/05. Finally, in the final considerations is discussed the negative image that the DL carries by the Brazilian population and obstacles in the existing rules that hinder the democratization of access to education that aims DL.

Sociedade, tecnologias e educação: as tecnologias da informação e comunicação e o pensar da sociedade concreta

The information society is increasingly incorporating the immense volume of content available on the net. Access by electronic devices and the resulting ease of mobility and portability feed discussions on actual capacity of appropriation of this knowledge that circulates through cyberspace. Address and discuss the possibilities of educating across the network, therefore, gains more and more importance. On models of educational quality well developed – as is the case in Finland, for example-, Brazilian education is, year after year, failing in international marathons to achieve below average indexes required. Creates a field of analysis, in which this article arises, in the quest to understand more deeply the opportunity of use of Information and communication technologies (ICT) for a quality education, plunging by cultural issues that fall in the construction of objective conditions offered to students. This is an effort in understanding the historical factors that limit efforts to offering a quality education in Brazil.

Informática na Educação de jovens e adultos: Análise de um Programa de Intervenção a favor da inclusão social e digital

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Tecnologia da informação, discurso e poder: análise de domínio a partir do conceito de exclusão digital na perspectiva da teoria centro-periferia

Pós-graduação em Ciência da Informação - FFC

The illuminist discourse of the digital divide: a critic to the Post-Fordist Informatic Mundaneum from Knoxville, Tennessee

This article discusses the project of the Information Society and the discourses that undergo it, as part of a political and ideological conception universalized by those countries that created and dominate computer technology, which is in turn is aligned with the Post-Fordist industrial capitalist order and its emphasis on economic accumulation and consumerism. We explain how information technology creates routines and legitimate social orders, taking for analyzes the case of the Clinton-Gore policy in the United States, when the discourse of the computer society was associated with the development and social welfare. This association is revealed in the speech made by Clinton in the city of Knoxville in year 1996. There we see the beginnings of the concern about the Digital Divide as a new form of "social disease" that prevents the passage to a better world, focused on productivity, accumulation and consumption in information-dense societies. This generates a clash between the industrial-graph-centric world and the oral-pre-industrial communities, as a result of attempting to transplant the institutional forms of the developed West. We explain the pillars of the new computerized order, and how they replaced previous epic narratives creating techno-deterministic or techno-phobic discourses in prejudice of more critical approaches. We identify the effects such deterministic discourses that connote the association between the Information Society, welfare and development, questioning the urgency of deploying this system at global level without profound critical discussion, clear goals focused on the benefit of the human beings, and the open participation of the users of the system.

As Tecnologias da Informação e Comunicação (TIC) e a formação de professores: um estudo qualitativo com professores da educação básica no município de Araraquara, SP

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Acesso às informações de saúde e inclusão digital: a percepção dos Conselheiros Municipais de Saúde de Botucatu - SP

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)